Course Title: Profile a retail market

Part B: Course Detail

Teaching Period: Term1 2007

Course Code: MKTG5696C

Course Title: Profile a retail market

School: 320T Design (TAFE)

Campus: City Campus

Program: C5177 - Diploma of Visual Merchandising

Course Contact : Jo Beckerleg

Course Contact Phone: 9925 4211

Course Contact Email:joanne.beckerleg@rmit.edu.au


Name and Contact Details of All Other Relevant Staff

Nominal Hours: 36

Regardless of the mode of delivery, represent a guide to the relative teaching time and student effort required to successfully achieve a particular competency/module. This may include not only scheduled classes or workplace visits but also the amount of effort required to undertake, evaluate and complete all assessment requirements, including any non-classroom activities.

Pre-requisites and Co-requisites

None

Course Description

This unit encompasses the skills and knowledge required to profile a retail market. It involves reviewing the image of the store, researching market demands, profiling store customers and implementing methods to attract customers to the store.


National Codes, Titles, Elements and Performance Criteria

National Element Code & Title:

WRRO7A Profile a retail market

Element:

Implement methods to attract customers to store

Performance Criteria:

Information about the customer is accessed and analysed.

Ideas for attracting customers are generated. 

A suitable idea is selected and developed in collaboration with others in the organisation.

The idea is presented and discussed with supervisor.

The idea is evaluated to ensure that it meets the requirements for the target customers.

The idea is implemented in accordance with store policies and budgetary requirements.

Element:

Profile the store’s customer

Performance Criteria:

The demography of the store's customers is researched.

A demographic profile is developed.

Information about changing trends is accessed and related to customer demands.

Element:

Research market demands for the store

Performance Criteria:

An appropriate area for researching market demands is selected.

Appropriate market research techniques are applied in accordance with store policies.

Market research is planned in accordance with store polices and procedures

Data is collected and analysed and presented in an appropriate manner.

Element:

Review the image of the store

Performance Criteria:

The components of the store image are analysed.

Relevant store documentation in relation to store image is accessed and analysed.

The store image is promoted in an appropriate manner.


Learning Outcomes


1. Review the image of the store
2. Research market demands for the store
3. Profile the store’s customer
4. Implement methods to attract customers to store


Details of Learning Activities

On your timetable this competency will be referred to as Intro to VM.
This unit covers the reviewing of the visual merchandising market through research, observation and profiling retail stores.

You will develop an awareness of what is a visual merchandiser, retail lifestyles, fixtures and fittings within a store, trends within the VM retail market, store layouts and the use of promotional events to attract customers and participate in various off campus activities such as retail observation walks around the CBD, and industry visits.

Activities may include:
• Industry visits
• Sourcing
• Group work
• Presentations
• Research


Teaching Schedule

SCHEDULE
WEEK CLASS CONTENT PERF CRITERIA
1 LECTURE
• Introduction
• Guest speaker
 
2

LECTURE
• VM Lifestyles 
                                                                                                 (Brief 2)

Visit, observe and report on a store
- retail lifestyles
- store images 
                                                                                                  (Brief 1)

 1.1, 1.2, 1.3
2.2, 2.4, 3.1, 3.2





2.1
3 NO LECTURE

• Group exercise in classrooms
- lifestyle board

 
4

Copic marker demonstration for all teams

 

  
5

LECTURE
• Hardware – fixtures and fittings, mannequins

• Group presentation on lifestyles in VMP 
                                                                                   (Brief 1 & 2 due)

 
6

VISIT

Basement at Myer - all teams

  
7 LECTURE
• Software – promotional plan
• Store promotional plan 
                                                                                                   (Brief 3)
 2.3
3.3
4.1, 4.2
8 GUEST SPEAKER

 
9 LECTURE
• Lighting, colours, signage
• Store ambience

 
10

LECTURE
• Store layout
- merchandise classification and placement
- traffic flow

                                                                                          (Brief 3 due)

  
11

LECTURE
- Star graphs
- Product positioning

Product research
- group work
                                                                                           (Brief 4)





1.1, 1.3
4.3, 4.4, 4.5, 4.6
12

NO LECTURE

RESEARCH BRIEF 4

  
13

LECTURE
Present group brief

Feature material brief 
                                                                                                 (Brief 5) 

                                                                                         (Brief 4 due)




2.4
14 VISIT
  
15 VISIT
  
16

GUEST SPEAKER 

                                                                                       (Brief 5 due)

  
17 TUTORIAL

  


Learning Resources

Prescribed Texts


References

Ragtrader magazine
Inspiration magazine
VM and SD magazine
Inside magazine
Internet


Other Resources


Overview of Assessment

• Group presentations
• Reflective journaling
• Research project
• Developing project brief
• Report writing


Assessment Tasks

Brief 1 Store observation 20%
Brief 2 VM lifestyles 20%
Brief 3 Promotional plan 20%
Brief 4 Product research 20%
Brief 5 Feature material 20%


Assessment Matrix

Course grading

HD High Distinction 80-100% competency achieved
DI Distinction 70-79% competency achieved
CR Credit 60-69% competency achieved
PA Pass (higher grading available) 50-59% competency achieved
PX Pass (no higher grading available) N/A competency achieved
NN Fail 0-49% not yet competent

• Assessment is accumulative

• Students must pass all assessment tasks in order to pass this course

• Attendance
The major learning experience involves group work, class interaction, presentations and field trips. It is strongly advised that students attend all sessions in order to engage in the required learning activities, ensuring the maximum opportunity to gain the competency.

• Work not seen in progress
If a student hands in any work that the teacher has never seen in class or discussed with the student prior to the submission, the teacher can refuse the work on the basis of authentication issues.

• Late submissions
Late submissions may be considered at the teacher’s discretion, provided that:
a. A medical certificate has been produced; or
b. 48 hours notice is given re the inability to meet the nominated deadline; or
c. Special consideration forms have been completed.
Late submissions must be in consultation with the teacher and penalties may occur.
This is aligned with standard visual merchandising industry practice.

• Students may be permitted to resubmit work upon application with course teacher.

• Course guide is subject to change in relation to industry demands and availability.



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